Media Training for Executives

Nobody is born knowing how to handle a journalist. It is a skill that takes expert coaching, preparation and practice.

Our executive media training gives the people behind your brand the confidence to communicate clearly, credibly and under pressure. From national media interviews and live broadcast appearances to trade podcasts and difficult, unexpected questions, we prepare spokespeople for the moments that matter.

Our training is grounded in the realities of the drinks category. We know the journalists, the trade media, the reputational risks and the questions your spokespeople are likely to face in a way a generalist trainer simply cannot.

Why executives need media training

The people who speak for your brand shape how it is seen by customers, buyers, investors and the wider trade.

But knowing how to build a successful drinks brand is not the same as knowing how to represent one in the media. A founder may know the product inside out and still be caught off guard by questions on pricing, alcohol and health, or wider category issues. One poorly judged phrase can quickly become the headline.

Our media training helps spokespeople turn deep brand knowledge into clear, confident and credible communication. It gives them the tools to stay composed, answer difficult questions and keep the message intact, even when the interview moves off script.

Don’t just take our word for it

  • Portrait of a young woman with blonde hair wearing a sleeveless black and white top, smiling slightly.

    Stir really get under the skin of our products

    “Working in a complex category such as VMS it is important to have agencies that can really think strategically about how we can engage our shoppers and build credibility for our brands. Stir really get under the skin of our products and understand the insights that will drive engagement and understanding of our products/brands.”

    Zoe Cooper

    Innovation Manager

    Nestle Health Science

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    Stir's campaign hit exactly the right note

    “We enjoy working with Stir in helping us change the way the world views English wine. Their Chapelle en Bas campaign hit exactly the right note, generating great coverage with its playful yet respectful tone, and building the Chapel Down brand in a fun and engaging way.”

    Liam Newton

    Chief Marketing Officer

    Chapel Down

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    Rich and the team quickly gained a deep understanding of the nuances of our business

    “Collaborating with Stir has been a pleasure! Rich and the team quickly gained a deep understanding of the nuances of our business and always answer briefs with a healthy balance of creativity and practicality.”

    Wessel Burger

    Head of Brand, Campaigns & Content

    Beerwulf

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    Stir's ability to deliver excellent results time and time again makes them a true asset

    “Working with Stir is always a pleasure. They consistently take our briefs and bring them to life with creativity and precision. They're a trusted extension of our team, and their ability to deliver excellent results time and time again makes them a true asset.“

    Ifechi Okonkwo

    Social Media & Influencer Manager

    Nestlé Health Science UK

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    Stir stands out as a powerhouse of creativity

    “Stir stands out as a powerhouse of creativity, consistently delivering bold, imaginative campaigns that capture attention and spark conversation. Their ability to think beyond the conventional is a game-changer, crafting narratives that resonate deeply with audiences while aligning seamlessly with a brand’s vision.”

    Ahmed Abbas

    Brand Manager

    Nestlé Health Science UK

  • A young woman with long wavy hair smiling in a black and white photo, wearing a Jack Daniel's T-shirt, standing in a setting with bright lights and a Jack Daniel's sign in the background.

    I know I can rely on Stir for the most creative, head-turning activations

    “I love working with Stir, they’re the go-to agency I know I can rely on for the most creative, head-turning activations – from ideation to making sure it actually comes to fruition. These ideas not only excite consumers but also create a great energy within the business.”

    Camilla Pendleton

    Marketing Manager

    Jack Daniel’s Tennessee Whiskey

What Stir’s training covers

Our training focuses on the skills that make the difference between an interview that strengthens your reputation and one that creates unnecessary risk.

We begin with message development, helping spokespeople turn what the brand stands for into clear, memorable and quotable points that journalists can actually use. We then work on interview structure, showing leaders how to start strongly, stay focused and guide the conversation with confidence.

Handling difficult questions is a core part of the training. We teach practical techniques for responding to hostile, unexpected or off-topic questions without sounding evasive, and for bridging back to the messages that matter. For drinks brands, that means preparing for the issues a generalist trainer may overlook, from responsible drinking and HFSS to pricing, sourcing and ingredient provenance.

Delivery matters just as much as content. We coach tone, body language and on-camera presence so spokespeople communicate with authority and authenticity. We also tailor the training to different media formats, from print interviews and live television to podcasts, radio and recorded video.

Who our training is for

If you started the brand, the chances are you are the brand. You are the person journalists want to interview, the expert invited onto panels and the face behind the story. That is a powerful opportunity, but it also brings risk. Every answer, soundbite and off-the-cuff comment reflects directly on you and the business you have built.

We train founders and CEOs who have become the public face of their brand, managing directors stepping into higher-profile roles, and senior leaders and brand ambassadors representing the business at events, in the trade press and on camera.

Some are preparing for their first media interview. Others are experienced spokespeople who want to sharpen their performance ahead of a major launch, announcement or reputational moment. Wherever you are starting from, we tailor the training to your experience, responsibilities and the situations you are most likely to face.

How it works

Every session is tailored to the spokesperson, the brand and the situations they are most likely to face.

We begin by understanding your objectives, your category and the media opportunities or risks ahead. From there, we build the training around realistic scenarios, using mock interviews with former journalists that progress from straightforward opening questions to the sharper, more uncomfortable ones a journalist might actually ask.

Each interview is recorded and reviewed together, with clear, specific feedback on what worked, what didn’t and how to improve. For many people, seeing themselves on screen is the moment everything clicks. It reveals the habits, reactions and delivery cues that are almost impossible to recognise in the moment.

The result is practical, memorable training that builds lasting confidence and gives spokespeople skills they can use long after the session ends.

The benefits for your brand

A well-trained spokesperson protects and grows your brand simultaneously.

You get sharper, more consistent messaging across every appearance. Your leaders walk in calmer and walk out having said what they meant to say, which means better coverage and far fewer missteps. The risk of a damaging soundbite drops away. And over time, a leader who handles the media well becomes a genuine asset, building a personal profile in the category that lifts the whole brand.

FAQs About Executive Media Training

  • Executive media training is professional coaching that prepares senior leaders to communicate clearly and confidently with journalists, on camera and in high-pressure situations. It covers message development, interview technique, handling difficult questions, body language and format-specific delivery. At Stir, it comes with sixteen years of food and drink specialism, so the coaching is grounded in the media landscape your brand actually operates in.

  • Confidence helps, but a media interview is its own skill. Even strong speakers get caught out by a journalist's framing, a gotcha question, or the pressure of a live camera. Training turns natural confidence into message discipline, so you stay in control and on point when it counts.

  • It depends on the spokesperson and the goal. Some leaders need a focused session ahead of one specific interview; others benefit from ongoing coaching as they grow into a more public role. We build the format around your needs rather than fitting you into a fixed programme.

  • Yes, we often train several leaders from the same business to keep everyone aligned on the brand's key messages. Consistency across voices is what builds a coherent public narrative.